McIntyre Plots 'Mindset Change' in New Global H&K Healthcare Role
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McIntyre Plots 'Mindset Change' in New Global H&K Healthcare Role

New Hill & Knowlton worldwide head of healthcare Daniel McIntyre has said that the healthcare industry faces a "very difficult mindset change" as he begins his new role at the agency's New York office.

Paul Holmes

New Hill & Knowlton worldwide head of healthcare Daniel McIntyre has said that the healthcare industry faces a "very difficult mindset change" as he begins his new role at the agency's New York office.

McIntyre, who this week joined H&K from integrated marcomms consultancy Global Prairie, told The Holmes Report that healthcare companies need to appreciate the expectation that they exist to "improve human health."

"We're not just suppliers of goods," he said. "The biggest challenge is to define the appropriate role that healthcare organisations play in improving human health worldwide. There's a long way to go."

McIntyre has more than 30 years industry experience, which includes work for Wyeth, Pharmacia, Bayer and Fleishman-Hillard. He becomes a member of H&K's Global Council, and reports to chairman and global CEO Paul Taaffe.

"Our clients face some of the toughest challenges globally such as litigation, regulatory oversight, risk communications, reimbursement and market access," said Taaffe. "These require an increasingly holistic view of the healthcare world."

McIntyre added that the rise of emerging markets was an important trend for healthcare communicators. "The US is still the largest market and is still very important but the economic shift is really complex," he said. "As countries move up the economic ladder they become more appealing as markets but there also is a much greater interaction among them. Regulatory decisions, market decisions and political environments that start in one place race around the world - it’s a combination of tremendous opportunities and highly increasing risk."




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